Corporate social responsibility towards customer on employer branding in selected tea factories in Kericho county, Kenya

Abstract

Corporate Social Responsibility (CSR) basically refers to what is done by organizations to positively influence the society in which it exists. This could include, healthcare initiatives, preservation of cultural heritage and beautification of cities /towns, community relations, special education/ training programs and scholarships and volunteer assistance programs. This study examined the effects of Customers Corporate Social Responsibility on employer branding in tea factories in Kericho County. The study adopted a descriptive research design to explain the existing CSR phenomenon in relation to employer branding. The target population of 5002 stakeholders of the tea factories was selected purposively to cater for those populations that had experienced the effects of CSR. A sample of 370 respondents was randomly selected based on Yamani. Data was obtained from self-structured questionnaires with close-ended questions. Analysis of qualitative data was done manually using thematic summaries and presentation. Quantitative data was analyzed using descriptive and inferential statistics aided by International Business Machines (IBM) Statistical Package for Social Scientists (SPSS) statistical computer package version 22 then presentation was done using frequency tables. The study concludes that customer social responsibility have positive and significant effects on employer branding.